Jukin Media, which discovers, acquires, and curates user-generated viral videos across the web that generate more than two billion monthly views, announced today that it has launched a branded division that will internally be known as Ethos. Ethos will leverage the company’s proprietary licensing technology to work with brands and ad agencies to target and clear user-generated content (UGC) for their use in marketing campaigns.

“As the name indicates, we’ll help any brand zero in on UGC that perfectly fits its ethos,” said Jukin Media founder and CEO Jonathan Skogmo in a statement. “User-generated content is essentially earned media, and brands can now seize the opportunity to own and amplify that media.”

Ahead of the launch of Ethos, Jukin says that it has sourced videos for leading marketing agencies like Deutsch, MullenLowe Mediahub, UPROAR, and Zebra NYC. The branding potential for UGC is huge, Jukin says, as mobile devices continue to produce higher quality videos that are both engaging and highly shareable.

Dustin Pagliughi, Jukin’s director of special projects — who has worked as a producer and clearance professional for CBS and MTV for more than 15 years — has been tapped to lead Ethos, and will report directly to Skogmo. “There’s an entire world of organically captured, authentic video content being shared across social media that features brands, products, and events in a positive light,” Pagliughi said in a statement. “But there are still so many who look at the clearance and licensing of this content as a logistical nightmare, even going so far as to restrict creative to avoid using it.”

In July, Jukin launched a digital marketplace where marketers, creators, and TV producers can search a database of fully-licensed, user-generated clips. In addition, Jukin produces TV and digital content for its franchises including FailArmy, JukinVideo, People Are Awesome, and The Pet Collective. Its TV shows are on the air in 220 markets globally, the company says, and its online video properties count a total of 40 million fans.

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